 Alright, thank you guys. I'll not really delay that further. I'm really excited to be here and I'm sure that you'll be also feeling same kind of excitement since the kind of panellists that we have with me, my friends. They come from a very different background. We have Pankaj from PWC. We have a lot many more members from advertising background and of course brands. And the kind of brand portfolio that we have here is a mixed combination of all the categories. So clearly when we talk about programmatic and why we are talking about a lot of inciting, I mean that's the focus that we're going to have today. As we have seen that post pandemic industry really changed for us. But it's not just us, even consumers, their habits really changed post pandemic. What did not change was clearly media evolution, which was happening earlier as well. But what really helped was programmatic really evolved. Only for the fact because we could see that audiences started moving towards a very evolved way of even buying and even having the consumer habits, which was kind of omni-channel. We could see a lot many consumers moving completely towards an online world away from retail. Many could go more towards a retail environment to understand what kind of requirements do they have. And similarly we could see our brands navigating towards it immediately. So our first question and I think we should be around saying that is that while media habits of the consumers has been changing and at a very rapid pace all together, so how do you think advertising has really taken over its care towards programmatic. And I really want to ask this question to Prabhakar because Prabhakar when it comes to his categories brand, I think that's one of the brand where for them to quickly navigate towards programmatic was a challenge and the way they see how programmatic adds value for them, especially with consumers changing the behavior. So what's your view Prabhakar on that? Thanks Dimpy and thank you everyone. I'm happy to be here today. So I think the world of advertising has always been full of challenges and the challenges are of multiple nature and right now we are talking it in the parlance of media choices, cost, effectiveness, etc. And to my mind programmatic has been a boon in a big way because while change is the only constant and it looks good as a quotation, but look at the customer digital behavior. Now pre-covid, post-covid we are talking about two different worlds all together, right? How do you keep track of it as a market here and advertiser, right? You cannot simply know which publishers have worked with you in past. It cannot be about where to scale up, where do you scale down. You rather depend on your programmatic advertising partners and you also work on the platforms so that at all point of time you are in line with the changing customer behavior. While it is easy to many times measure the impact in performance marketing because there you are aware of what are your cost kpis, revenue kpis and other conversion kpis. It becomes all the more difficult when it comes to marketing because and for many brands in fact for a brand like ours, angel one as dhimpi was pointing out that this year we are saying 6 to 10 x jump in our brand marketing spend. Now when you are doing 6 to 10 x jump like which media do you use more. I mean will you go with the business news channel which will be a good thing to go after for a fintech broker like us or can you go for hindi news channel or you go for ott or you go for a display campaign, how do you look at the reach, how do you look at the frequency, how do you look at the campaign optimization. I think programmatic is the answer. So we have been working with zaxis of group m and we have been leveraging co-pilot kind of campaign optimization tools and we are seeing good results and i believe that programmatic is the solution for the challenges which lies inside. We will talk more as we progress. Thank you Prabhakar and i can't really focus more on the fact that consumer insights plays a vital role. So Mahanosh i really had to ask you because godrej carries a huge portfolio and i am sure when we talk about navigating between changes especially post pandemic what do you think had been the success story for godrej to quickly convert and especially keeping in sighting as a factor. So i will first talk about programmatic. $550 billion is the size of the programmatic market right now if you want to look at the world over and it is just growing. But at the same time if you want to look at programmatic there are several challenges which are coming ahead as well. You know like third party cookies is a big thing. You know and it is constantly evolving. So coming back to your question, consumer Insighting is very important. Because if you do not have the Insights you are not going to be giving the right kind of Brief to the agency. So we don't budget for a plan. We plan the budget in the way that you know we have got Consumer insights which are bottom up which is from the Ground level itself. We identify who the tg is and Of course that needs to be a very important input for the Agency in order to ensure that the programmatic advertising is effective enough. Of course there are challenges with respect to right now and Programmatic with respect to what your roe me is. A lot of people say that the roe me is high. We are not sure whether we are targeting right people. There are other challenges like you know bots and stuff like That you know which are artificial and you are not Reaching the right kind of audience. But we are dealing with all of that. But before that i think the first step before getting into Programmatic advertising like any marketing campaign is Insighting and that is something that we do. The challenge of course that you asked me is that we are into Four b2c categories which are very different from each other. Each having different penetration levels and each having a Different marketing challenge. Audience is different. Buying behavior is different. Attitudes are different. So an appliances person might not behaviorally be the same as a Guy who is buying a security situation for that matter. Then we have got b2b businesses as well to handle. Talking about all of this crm becomes very, very important. I will talk about that a little later. That is something that we are putting into place as we go along. Thanks. Thank you. That makes me happy to see that i feel a lot of Things happening there especially when we talk about crm data Being put into place and i keep hearing this question Especially being from a program at a core background that What is the roi outcome? Are we planning to see effectiveness Of the campaign but i feel if the way you plan your campaign Specially inciting taking that as the core of it and Bottoms up approach i feel that is what is required because Then you know what matrix do you need to work upon. And focusing on that question pankaj i really want to have Your opinion on that that when we talk about insights or analytics From an industry perspective what kind of role do you think Or do you see for it to play especially within programmatic. Thanks to be pretty fast evolving. I mean it is for us in the consulting world data is about everything. And you know the more that we are working with our clients We see consumer behavior being minutely assessed You know their patterns their thought processes including You know their time spent online offline Across various channels mediums etc being tracked increasingly And i think you know going forward brands are going to be More and more discerning about whom do they wish to engage With how much time and you know what form of engagement is it So you know individual data is going to Thought processes and patterns of you know behavior patterns Are increasingly going to get more and more sort of Tracked if i may and we are going to see the next Five seven ten years consumers being sort of you know Infiltrated with a lot of personalized you know Access personalized you know choices so yeah I mean it is significantly evolving and you know Building up at a fairly fast pace i see considerable amount Of opportunities here for a lot of new age firms And social media businesses etc And personalization when we talk about that clearly Trings a lot of bells and atiana coming on to you Especially connecting back to personalization we know that Especially for porno you already have a lot of restrictions With an advertising right so when it comes to personalization That directly relates to content so how do you feel Programmatic plays a role in content for a category like yours But already when you're planning a content strat There's a lot of restrictions around it so how do you Navigate that so we do have a lot of restrictions Around it but we are semi dark in the sense that Alko Beth can be advertised in India if you do it through A you know valid extension and we have valid extension Businesses for the same but you know just coming back To the point of programmatic i think it's important to Differentiate the technology from the consumer habit I think pre-pandemic we saw programmatic being Really loosely used across only digital everything was Programmatic right and suddenly throughout the process Of the pandemic you have programmatic television in the Form of connected television you have programmatic Outdoor in the form of d outdoor and many more such Things and even maybe programmatic radio on the Wage of coming out so the whole thing was following the Consumer and then figuring out what customization it needs For example if i have a brand called absolute and the Extension is absolute glassware i know that that brand stands For inclusivity it stands for the fact that it's born Colourless it's born to mix we did a series of content Videos about you know different kinds of challenges that The youth faces today did plan for the kind of cohorts we Would like to target them on and then use them on different Platforms plan for the data that we expected on those Different platforms so we delivered it through digital Through connected tv through you know social media and It's very interesting to see how some of those content Pieces would differ and the reaction by consumers are so Different for example on ctv we did see a lot of People just running through completing the ad and spending a Lot of time despite it being skippable but on social media We found people sharing commenting writing dms to us saying Oh my god i have another story that i can do so it's Not just about you know programmatic i think to just Look upon it as just a technology that helps you Customize it's also to understand that technology into Your creative into the medium and what's the reaction you're Getting out of that medium preparing for that entire Plan knowing what are the kind of metrics you're going to Track across each of them and then comparing them and Using them for your next campaign saying okay again if i Have to create a similar campaign these would be the Content pieces these would be the mix that i would use Programmatically or non programmatically and this Is the outcome i expect so i think it helps you plan in a Certain way get your outcomes to a certain place so i Would actually think programmatic is a larger tech and Ultimately all consumer consuming mediums sort of will Come under it thank you that really covers a lot of White perspective but i really want to hear your views as Well because we know starbucks the way it entered our market It had just reached entire web section especially into Coffees right and it has lived up to it even till date and So i've seen a lot of awareness campaigns being done for Starbucks how do you see programmatic fitting into the Scheme of starbucks for a brand which is already doing so Well for awareness within the respective category So since you mentioned coffee i'll just start on a lighter Note by saying the previous speaker offered you free Coffee i'll offer you the best which is of course starbucks But it's not going to be free you know i mean let's look at Some of the statistics may have talked about $550 Billion globally in india the programmatic market is slated To be around 18 to 20 give or take this year right so that's A huge size second statistic out of the 1.4 Billion population that we have i don't know whether i'm Supposed to be proud of that number or not but here we are Almost 57% is Gen Z and Millenials you're talking about 800 million give or take is Gen Z or Millenials that's our Quotee G we have to be where they are supposed to be I think before i even talk about programmatic advertising I want to start by saying first of all really know your Consumer well and what you're expecting from Each campaign there might be a campaign where you want to Do awareness but you know the business objective is Awareness from the point of you getting let's say to be a Non-starbucks consumer coming to starbucks so then i identify That consumer and then of course programmatic is a way to Get to the consumer i'm of the firm believe that garbage In and out it's almost like saying if i had a driverless Car but i don't know where to go i might be sitting in This really fancy vehicle but i might land up going to Las vegas which is a great destination but i actually Wanted to go to japan right so it all starts with i think First knowing your consumer then programmatic to me is a Very sharp layer which helps you identify with precision and Gives a personalized message to where the audience is Because the biggest problem of this generation is an Eight second or lower attention span right so how do you Catch on to this audience how do you stay relevant to this Audience i unfortunately feel that today with programmatic We're again becoming a push economy with advertising you Know advertising was always supposed to be a pull Economy where you're creating pull amongst your consumers With fantastic insights with fantastic creative so let Programmatic not be the easy way out for you to forget i Think some of the basics and fundamentals of advertising So really to sum it up when we look at advertising or Programmatic we start by looking at who's the consumer we Want to target why do we want to target that consumer What's the business problem very sharply defining who that Consumer is and then of course this becomes a very powerful Tool i think to get to him or her or them Thank you diva and i would really say that this One point that you focused on which was eight seconds attention Span which is true but at the same time we all are always on Phone and special agency right and we can see consumption Happening on phone number stats talk about that that also Brings us to the point that world is getting fragmented and If you're only eight seconds attention span is happening We're always on one screen switching to another and The third one so mehendosh i'm going to ask you that In such a fragmented ecosystem even for an advertiser When you're knowing the consumers and data talks about that Insights tell us that cohorts are increasing audiences are Everywhere platforms are increasing and even for us for Advertising channels are increasing so that also brings A point of duplication for advertisers and then we are Seeking a programmatic but for you having such a large Portfolio different kind of audience sets and of course Categories such complex in terms of you know having Covering all these segments together how do you really fit That so well in your scheme of you know strategy Yeah so it is definitely a challenge as you Rightly mentioned you know the kind of duplication could be Tremendous and I like what dpa said you know with Respect to the way in which you need to plan so it is Like any advertising campaign that you do before programmatic You need to define your audience etc very well so there Are several ai tools and a lot of tools which are available Right now software which are available right now which will Be which will ensure that you're not duplicating it Okay so that becomes very important i think one of the Big challenges and i don't know if that question is coming Data but i just wanted to answer that right now is Third party data and cookies you know if those go away Programmatic is going to become a real problem you Know and that's what a lot of people are wondering so there are Solutions right now which are coming where people are now Depending upon telcos you know because telcos can give you Data which is unduplicated you know which is phone number Based and at the same time you can do browsing patterns Across apps and stuff like that and you can target them Depending upon what your cohort is so sharply defining What your cohort is and constantly monitoring your Programmatic advertising and the telco software that i'm Talking about we just had a conversation with one such Person he's a startup he's done a lot of work in indonesia He's not done a lot of work in india but he's tied up with Vodafone and very soon he's going to be tying up with The second largest or the largest telecom company and That software is going to be complimenting the existing CRM that you already have and the existing media buying Agency with who you're working with so for instance if it Is medicine which is in our case it would rest there Okay and it would work with a CRM in order to ensure that We use telco data which is different from the normal Programmatic data in order to target yeah so those are Some of the things that we are working towards Fair enough and absolutely and i think that remains a Key question also for the industry as every marketer has Their different opinion when it comes to post cookie world Because we don't have a concrete answer yet and a lot of Beta campaigns are being done and brahaka i think you have Great insights with you on that already because we're just Talking about it backstage when i overheard him talking About CRM data so would you really want to share those Insights with the wide forum here see we heard two Statistics you know one for the worldwide market for You know programmatic advertising and we heard about the Indian market and whenever there is a market there is a solution So i'm not much bothered about you know what will happen There eventually some solution will emerge right like for Example manos was talking about like you know what's Happening in the telecom sector see fundamentally we have To look at programmatic you know in its true Essence and there i would like to look at programmatic Separately between performance marketing and brand marketing When it comes to performance marketing you know mostly at Least for a category which is a three four percent Penetration like ours you understand which publishers are Working well for you right you have an idea you know how To scale it you know to what extent they can be scaled And you know after what point you know the revenue Will drop right but you still use programmatic advertising in Such places also because there are other advantages you Know there are other advantages regarding you know dynamic Creative optimization and multiple other you know parameters On reach frequency dynamic customer journey and what not But when it comes to brand marketing you know programmatic Advertising will still remain relevant because in Programmatic advertising you know solving for reach you Are solving for you know going to large publishers you Know who have audience similar to what you want to Accomplish so that way that will work very very beautifully in My mind also the reach and frequency unduplicated reach Using first party data like for example in the recent Campaign which we are doing with zaxis we have our Own first party data to exclude you know our own current Clients we have also put first party data of phone pay to go After you know certain set of potential customers all of that Is not possible if you do not you know leverage programmatic Advertising to that degree also let's understand you know Beyond the point cookie world is about behavioral Targeting contextual targeting will never go out of you Know kind of fashion and you know so there are also Programmatic advertising can help so i mean we can Divide and i mean this is a much much larger topic but i believe There is a market there are solutions and there will be More solutions in future. Having such a mix of Finalists i mean that's what we get on the table because Different insight comes from a different category and now Deepav I want to ask you same question because again that's A different category so what kind of target i mean does It also bother you because of course for the kind of advertising Brands they have similarly for the kind of category they have It's of high importance but do you feel even for you is it just Reach and frequency that takes over the primary matrix for you Or do you feel that even data for that matter post cookie World does that really bother or that's a priority for you Right now to plan your campaigns. I think right now we are kind of living in the year now But having said that we have access to a huge amount of First party data right so we could you know in effect collect Which we don't necessarily do but we could collect data from Customers at the point of sale whenever you come into a store And ask for a starbucks what we do have is a very large Loyalty member base of more than 2.6 million in india Whose data we have having said that i think one is we are Quite sensitive of how we use that first party data because We want to be very clear about consent terms and you know Not invading a customer's privacy because my view is that if You don't take that into account your advertising will be a Blind spot right so that's one thing which you are looking at So i think we are better place than people who may not have Access to first party data because we do we serve more Than 4 lakh customers every week in our stores so we do have Access to our first party data and then i think the bridge we Have to cross is how do we ensure proper consent and then Make it relevant to them. Your other question on reach and Frequency i don't think it's as simple as that and you know Various campaigns would have as you would you know imagine Different objectives yes we are growing at a rapid rate In india we have a presence in almost 50 cities today we Are close to 350 outlets and we have gone on record to say That we will be much much more so obviously reach is going to Be important but it's going to be about reaching the audience Today who is either sitting on the fence or not Surely you know already frequenting starbucks so it's Going to be about i think again laser guided reach and i Also believe that this whole game of programmatic or this Cpms in that sense will have to be balanced by brand Engagement they will have to be activities that you do we are Not really bothered about you know just the cpm but you are Actually looking at how engaged is my audience and am i Able to create content which is going to further brand love And that becomes extremely important for an iconic brand Like us because many times we don't even have to create Content our consumers create content and celebrities create Content i have sometimes a reverse problem where you know i Might see a kareena walking out with a starbucks but i will Ever post it because it's kind of invading you know i mean it's A gray area right so i won't even go there so that's the Way i would look at it. Fair enough absolutely. What's your view on this especially from pwc you have a Lot of insights in terms of how industry looks at the fact That first party data and privacy the way even laws are Being formed in india. What's your view on that how is industry taking that and are We prepared for it. I think a very relevant point you brought up a fortnight Pack we have the data privacy act come out and this is Again posed a whole host of challenges around first party Data business data you know consent terms the way we Could possibly interpret some of these consent terms be it Banking you know industries like fintech information Providers etc and my take is a lot of interpretation is still Due it's taking place and yeah we are in four times where Even emojis on whatsapp you know we've had some cases in Australia and england where you know a simple thumbs up on Whatsapp was considered an acceptance and which led to a Litigation suit being filed by the other party you know so I mean we will have some of this evolving and more so in The advertising world where you know if there's data from Social media which is taken without permission how much of It could be used if it's posted by friends third party can That be used or if it's posted by the individual Individuals themselves is that valid to be used so i think It's evolving i mean interesting next a few quarters on How the jurisprudence plays out on this so yeah Right this is the point i think when we talk about Programmatic in a way of over look which is social media we Take this still as a separate budget but i feel in coming Days and times the way the world is evolving the way media Is evolving especially when i heard fungus talking about Data and consent and social media coming in together and even Atika when she talked about heavy thoughts on content Generation and social media i feel that even social media And data privacy clauses are definitely going to be a subset Of it if not completely in times so i think what's your View on it when you talk about content generation or Social media and of course then data privacy laws Coming into picture and then on top you have your Programmatic strat that plays a role so how do you look at all Of this getting combined together see honestly we are Operating in a world especially i think for all the mnc's Where despite not having gdpr in india we are almost gdpr Compliant because most of our parent offices are in Europe where it's mandatory so even now i mean the data Collection is done with consent like you know deepa mentioned Previously where you don't put up celebrity pictures we have So many people just tagging us for a lot of our fancy brands And we as a company have taken a policy that despite being Allowed to advertise on social media for alcohol we really Don't we've put back our pages up so i think a couple of Things that will be very important is to gain consumers You have to gain their trust you have to serve their Mads in the environment that they are in and to talk to them In a language that they understand the best and to do that You need to ensure that one their consent is taken you Reach them on the platforms that you know they are Available at the second thing is the kind of content Contextualization that we do i think sometimes it's very Scary when you just scroll facebook and or any other Social media and you just talk oh my god i need to buy Something from xxx brand and in the next 15 minutes you Get a pop up and say oh my god there's an ad i think those Kind of things is something that we as a category stay away From because we are anyway stuck in india and we do not You know sort of resort to that so there are a couple of Things one is consent is very important even when we Target we look at people who have interacted with brands That are similar to ours and categories that are similar to Hours second is what is the contextualization you are Doing in the local environment for example a lot of people In india may be offended if even an alcohol extension Product reaches out to them so across our creatives you Have the option of saying this ad is inappropriate please Not reach out to me again so i think with programmatic At the base of it like you are saying consent and being Conscious of the consumer because i don't know if he or she Really buys my product i assume that they do at some point Because my category has a penetration of about Prevent but to make sure that for them it is not Embarrassing we keep these things in place and these are The levers we need to keep in place as an industry in General across the various mediums whether programmatic or Not and specifically on social media i think it can become Too intrusive or it can just look like something they don't Want to be a part of i hope i have answered your question. No of course it is so intriguing i really want to ask More but in rest of the time i want to touch base on hot Topic which is of course beyond the buzz word artificial Intelligence which has now spanned way too much it is Not just about optimizing campaigns but artificial Intelligence has legs and hands around which is in form of Augmented reality and generative a a i and what not Right and as i am so blessed to have a panelist which comes From different background so i'm sure a i plays different Role for each one of you and i really want to hear all of You when it comes to a i so start from with you that When it comes to artificial intelligence i hear especially In your category that's not a i for us but Amplified intelligence that is a lot of human intelligence With our own personal insight and then a i which plays a role For us so how do you see this fit for you. I will definitely answer that question but atika mentioned That she was thinking about something i was talking to A friend and suddenly in 15 minutes that popped up so I was shocked as in where did the data come from so it Is really very creepy it certainly is programmatic Sometimes can get extremely creepy if consent is not taken But answering to your question we are into diverse industries And for furniture for that matter a i makes a very Important role so ensuring that when the consumer comes On to the website giving the consumer an experience of how The furniture looks like at his house how does it feel When you are moving so far you know how does it mean When you are erecting something on your own so these things Become very important security product for the appliances so All of that giving that consumer that immersive experience With respect to a i is very important as well so those Are things that we have been doing and even for our b2b Businesses we have been doing a lot of these things so Some of our shop clothes are not accessible for some of Our customers and for security reasons so we have done A complete animation of that and we have ensured that You know we do that and we use a i significantly there as Well yeah thank you. Right so that's an interesting use case where we see Brand code range using a i for immersive experience but I feel maybe that's different for angel one because the Categories to opposite so Prabhakar how do you see A i playing a role for angel one. Actually you're absolutely right it's very different from Godrej because if you look at it i mean we don't sell Anything actually so we're just a transaction platform you Know there are exchanges there are shares people come Buy a cell hold take margin funding what not see fundamentally We deal with data you know and data is the live blood of A i right so and also so of course it has multiple use Cases in our business but just to give a framework For this discussion i think the first point as a market here is In terms of content i think content thanks to generative a i And multiple mid-journey you know adobe has come out with You know some new tools on that content making has become Amazingly fast amazingly accurate and amazingly spectacular You know so this is something that is amazing you know it Curses on a lot of time media fragmentation means content Fragrantation multiple co-op means multiple content so that's Where a i helps a lot the second part comes in is where you Need to make optimization and when i say optimization it Could be any final optimization media optimization looking at Data patterns which are not available to naked eyes you Know comparing lot many things you know where a i m l can do Wonders and the functional area could be marketing functional Area could be sales so that's where you know it is helping us Take for example we do one program which we have really Mastered in last three and a half years we call a lcp Accelerated lead conversion program and this program Really helps us you know kind of accelerate customer journey Through our funnel and gives us edit conversion advantage in Our business right and not just that you know i mean when it Comes to advisory when it comes to learning platform lot more Personalization can be done using a i so for a business like Us you know which deals in data generates data a i is like A steam engine 200 years back you know i mean we really believe That this will take us places where no one has gone before Thank you that really has a lot of value to it and just to add To the point even i have witnessed that campaign Optimizations like had been clearly pointing out and very Correctly that this world still has a lot of but this world Still has a lot of black box which needs to be addressed Where then air plays a very vital role because data Reading when it comes to billions of trails of data it's Not really possible for a human eye to even read that kind of Data set and identify but yeah clearly a i is bringing us Algorithms and models which can help in work on dual goals Three goals together and help us reach you know media outcomes In a very effective manner but at the same time it could Be different for punkage because punkage comes from a very Insighting background pwc definitely not sharing only One particular view but having a clearly 360 holistic 360 degree holistic view on that so how do you see a AI because when we look at it we look at it at maybe more Experiences or just activation but do we have more to it Dimpy pwc works with clients i mean we are a consulting Firm so for us you know it's a i various tools of a i And you know how do they make a difference and to our Alliance their ways of operating their businesses you know how Do they predict customer behavior how do they predict trends in The industry how do they come up with newer models of Disruption you know how are they seeing changes being very Rampant you know at a very very fast pace so you know just Today we had you know within the firm a group of people Were asked to role play and moderate on something this was More like an internal session and we actually had someone Use a tool and this was you know a clone i would say Better you know delivered a message much more better Articulated much more better sort of richer content and with Messages that that probably had two or three different Dimensions to what the creators of the sort of panel had Thought about so i think you know if i look at industries This is going to be very disruptive you know you had You have today a well-known influencer celebrity coming to Induce a product tomorrow you may have you know much better Much better persona you know a clone coming and you know Inducing something and you know that could be much More impactful much more better received so You know data in the way it is going to be used and Increasingly so you know various tools that are going to Bring about this disruption in ease convenience probably The costs of campaigns could drastically come down to You know one tenth of what they are now and you know we could See a whole host of these changes coming through so you Know interesting times ahead maybe people like us could be Redundant jobs could be very menial the three years down The line so yeah yeah you prepare for the next Best thing you don't stay quiet now i feel punk it so When digital started we all heard that because tradition was All about man hours a lot of man hours but we could still see Everybody working everybody employed of course now on a i So i'm sure as we say that it's amplified intelligence which Is human working together with a i bringing to that but Very interestingly two points you know kind of pointed out Which is efficiency cost drastically coming out and we Could see that especially in the form of automation where a Not just for experiences or activation of campaign but Reporting which remains the biggest problem area for Everybody because it's a lot of data crunching that's Required and for any advertiser to kind of put a lot of Weeks and months on that data then it's of no use because You know plan the next campaign so ai has really helped That because you can overnight now you know put your Algos in place and you can see what data insights do You want to see for but second interesting point where That content generation can happen very quickly with ai So i was going through this article which was talking about Generative ai and as we all know that generative ai goes Into two forms we have i'll not name the brands but a lot Of new brands are coming in where you just type keywords And they give you entire content even write emails on Your behalf which even i use for that matter yeah But at the same time i was also seeing on instagram that A lot of when mi3 movie got launched a lot of content Was being generated around actors their faces though they Had not shot it which was generative ai right and when We talked about content and ai i think there's nobody better Than you to represent that because per no does a lot of Content variation and ai is the new buzzword which is Beyond buzzword in fact so how does that play a role for You. So actually i have the benefit from my fellow Panelist to not operate on any performance driving Campaigns and i look at all mediums equally to drive Awareness for my brands and based on that i can tell you Like you know we spoke about earlier that ai of course makes You create the most immersive experiences and you know Experiences are all about that we've done that coming to Content generation yes like you said for the mi3 movie Even for barbie i think an open hymer to a large extent a Content was generated via ai automated and your entire Social feeds were full of them i think the cost of content Generation may reduce and the effort to do it because Right now you know the cost of creating a tv c and going Through the whole thing so that will crunch the time of Creating it creating multiple versions but i still do Think you will need human intervention specifically for Categories like ours which are based on lifestyle which Are very nuanced and how they communicate so i think it's going To use like amplified intelligence where human controls the ai But what i really like to see with ai and you know programmatic Is because we don't ultimately sell i would really be interested In seeing a predictive analysis of which is pre the campaign That i've run what is it going to give me and not in Frequency in terms of my brand kpis how do they move where do they Move what are the gaps and if that because we do have that but It's not automated and a robust machine learning to be further Encapsulated and i'm sure everybody here does have that And we don't as a category considering our constraints That's one thing the other thing that i would really want Ai to specifically do for the programmatic industry which Will benefit categories like ours is to create a safe Environment for our brands because it's you know programmatic While it's an exceptional tool it has the scale and it will You know put you right where the consumer is i don't know if As a brand i want to be seen there and the consumer to Remember me saying oh my god i saw that add on that Particular content i don't think i'm buying it so from our Perspective i think ai if you know it helps us in two Ways which is predictions of what my campaigns would do to a Certain brand and if there are gaps which i can meet and That's a continuous cycle learning and which is a cross Platforms do not give me like this platform as this bls and That one as that not that and the last portion would Definitely be providing a very very safe environment for my Brands to play in. Very fair. The days are not really far ahead though we had certain Partners who used to provide the solution like you know Grape shot long ago but i feel specially with entire Pandora of first party data coming into picture and post cookie World where contextual targeting would really take that Roll up and contextual targeting will not just be around Keywords that's going to be beyond more to do with Context right so i feel that yes those days are ahead for Us and we will definitely have the solutions moving to Deepak again so yes ai we want that to happen we want Personalization but i would never want to go away with my name on The coffee cup right that i still want very much manual but Just kidding how do you see ai playing a role for starbucks So you've hit the nail on the head you know i mean i think What you for example for brands like us it is all about The experience i mean why has starbucks become an iconic Brand it's of course the coffee is there but i always say People come to starbucks for the coffee but they stay back for The warmth and the connection at moment when you walk into a Store when the barista asks you your name writes it on the Cup and then calls it out loud a lot of consumers tell us They really feel seen and heard they feel like heroes and She-ros and that's what's from the connection so you Know my strategy as far as ai is very simple it's an Acronym called cope we're all coping with ai and everybody On the panel has touched on aspects of it the c really stands For very agile creativity customization right i think That's where ai is going to be absolutely on top of the O stands for optimization we spoke about it in some way You're kind of getting rid of things or tasks which a Computer can do better than you and you're optimizing The p really is on prediction and prediction you know apica Spoke about prediction on social but i think there's also For example for brands like us if i can do predictive work with ai On how my consumer and especially my loyalty consumers Likely to behave what consumers likely to churn out which Consumers most amenable to increasing frequency and so on And so forth so the p is really for prediction across Various formats and is the one which i love the most is about Experience which you talked about how can you make ai Generated content ai generated predictions ai generated Optimization full of experiences is the future Going to be like you know all brands are going to be looking Like the same or doing much the same stuff how can i Make sure that the experience that you get inside my store Is what i you know carry to you when i come to you on Any medium so for me it's really about humanizing the Digital and you know in an increasingly digital world we Are also the most lonely generation 46% of consumers across the World and in india have said they're going to some form of Mental illness or other or feeling a sense of loneliness So you know it's the experience which matters and i'll Give you a very quick example of what starbucks is doing in The u.s. It's called starbucks odyssey which is really a Program where you can experience you know starbucks you can Mine nfts and use it to buy a beverage in india if you visit Our fort store you'll have an ai wall which literally comes Alive with the story of coffee and the wall so it is about Experiences because otherwise what differentiates your brand From the next that really touches a lot of cards there Deepa we've got this cafe in banglore i mean they have a face Recognition system so as you walk in and get towards the Attendant he asks you so your hazelnut mocha or the hot Chocolate with irish topping that you had a couple of months Back so yeah. Right thank you for that so while we have heard a lot of Difference in science and opinions coming from our Panelists but i feel and to conclude this session that one Voice that i could clearly see was that programmatic stands For experiences stands for efficiency it stands for Targeting audiences for the different matrix in a very Efficient environment but i feel what we are also in a Way coping ahead in these times is bigger issue which Is fragmentation a lot of channels coming into picture so I definitely see programmatic becoming more integrated day by Day and i really hope that day comes when we only see that one Line item in a campaign which is just the budget and we know That there's an inventory at the back but everything else Becomes important key pillars in matrix which is a must Have where we need to have ai to optimize a campaign we Need to have ai to generate the content and where we are Focusing only on grid insights and analytics and Then i really hope that that day really comes but i'm Hoping that comes very soon because the way our advertiser Are moving towards this and the kind of experiences they're Bringing on the table i'm sure i mean they're good times ahead Thank you.